Tuesday, 30 March 2010

Service Based Marketing

Another good podcast from the guys at Advent, this time looking at service based marketing.

It includes one of my favourite campaigns of this type, the Tide Clean Start programme.

The podcast has other examples of brands achieving exponentially more marketing return through helping a good cause, including Google Maps World Cleanup Day and campaigns for Arrowhead Water and Pampers.

Simple tips for brands thinking about this sort of activity include the following:

Partner with an expert who can advise where your resources will be most useful. Tide partnered with Second Harvest
Eventise the activity
Involve your staff
Align it as closely as possible to your product
Fan the flames using all the other marketing channels at your disposal